We are on the cusp of a new era, noted Dr. Olivia White, Director of the McKinsey Global Institute at McKinsey & Company. How do we influence the future? Jesper Brodin, CEO of the INGKA Group at IKEA, explained that we have finally reached an understanding that people and resources are not endless. Concurrently, we are facing an era of unprecedented risk due to the pandemic, armed conflict, and the existential challenge of climate change. A new model is necessary.
The motivation to achieve net zero is a moral responsibility, Brodin continued. Brands must accept these challenges even when they are difficult. Companies must be resource smart and cost smart; the only way to solve these bigger issues is with circularity and new models. Geopolitical resilience is key to this. Open borders and free trade are different and tensions are rising in Europe and between the U.S. and China. However, when we do not pursue a win-win strategy, we all lose. Brodin noted that companies must take leaps of faith, believe in the right pathways, and pursue deep collaboration.
“The motivation to achieve net zero is an ethical and moral obligation for this generation.”
Jesper Brodin, CEO, INGKA Group, IKEA
“There’s something that’s staring us in the face that could be fairly foreboding, but maybe we have the opportunity to shape it to be good.”
Dr. Olivia White, Director, McKinsey Global Institute, McKinsey & Company